Why Authentic Cheap Video Testimonials Could be the Future

In today’s competitive marketplace, trust is everything. Using customer video testimonials is one of the most effective techniques for building credibility, connecting with prospects and converting sales.

Learn more about the power of video marketing.

In this article, I explore why video testimonials significantly outperform written testimonials, the barriers that prevent businesses from collecting them, and cost-effective solutions to create authentic video content.

Why Are Video Testimonials So Effective?

Video testimonials are far more engaging and persuasive than written testimonials because they:

  • Show authenticity: Seeing a real person share their genuine experience builds trust far more effectively than written words, which can feel anonymous and take time to read (and they’re now everywhere!)
  • Drive stronger, more emotional connection: Facial expressions, tone of voice, and body language communicate emotions that words alone cannot.
  • Communicate complex service ‘products’: a customer often explains processes, nuances and the emotional and practical benefits of your services better than you can!
  • Boost conversions: Studies show that adding video to landing pages can increase conversions by up to 80% and shorten sales funnels. This is very important to understand and why video landing pages (and ‘video sales letters’) convert so well.
  • Increase reach and retention and are more memorable: Video content is more likely to be shared on social media and retained in memory compared to text.
  • Modern preferences mean video is popular: Many consumers prefer video content, with 91% of marketers saying video is integral to their strategy (Wyzowl, 2023).

But, There Are Barriers to Collecting Video Testimonials

Despite their effectiveness, many businesses struggle to gather video testimonials. Common barriers include:

  • Time constraints: Many businesses feel they lack the time to manage the video creation process. That’s why creating videos is often postponed. This is one of the key barriers in practice.
  • Cost concerns: Traditional video production is often expensive, making it seem inaccessible for small companies. I’ve recently been quoted £800 to £5000 for one video testimonial recorded on location by a videographer then edited.
  • Customer hesitation: Some customers may feel uncomfortable or nervous appearing on camera, fearing they might come across poorly, but their concerns are often removed when they record a video testimonial. However, you do have to choose which customers are the best candidates for creating a video testimonial.
  • Technical challenges: Businesses without video expertise often worry about video quality, editing, and branding. You can overcome this by providing a really good brief by email, phone or even video. Anyway, customers can re-record their videos 2 or 3 times, until they’re happy with what they see played back.

Not convinced yet? See some Real Marketing video testimonials.

However, There Are Cost-Effective Ways to Collect Authentic Video Testimonials

Creating good, effective video testimonials doesn’t have to break the bank:

  • Empower customers with easy video recording tools: Use one of the new video platforms that allow customers to record testimonials using their own mobile or PC. Your customer can be emailed a link so that they can record their video testimonial themselves using the camera and microphone on their device. They can re-record their video until they’re happy with what they see. This saves significant costs and keeps the process speedy and simple.
  • Provide clear instructions with good briefs: Help customers feel confident by offering clear guidance on what is required and how to frame their shots.
  • Offer incentives: Encourage participation by offering discounts, gift cards, or other rewards for providing a testimonial.
  • Focus on authenticity: Avoid over editing your videos. Testimonials feel more genuine when they are natural and minimally edited. That’s what you get with a good video platform that allows you to request your own video testimonials by emailing links to your clients.

Video Testimonials Are Much More Powerful Than Written Testimonials

Video testimonials are a marketing powerhouse, offering authenticity and emotional resonance that written testimonials simply can’t match. By breaking down barriers and leveraging cost-effective tools, businesses of all sizes can harness the power of video to build trust and drive conversions.

Grasp the opportunity to improve connections and conversions with compelling video testimonials.

That’s why I use client video testimonials for my own marketing consultancy services and to gather video testimonials for my own clients’ customers. See some Real Marketing video testimonials.

If you’re interested in collecting authentic, excellent value video testimonials from your customers and significantly increasing conversion rates, please contact me.

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